PETER FISK is an acclaimed global thought leader, bestselling author and inspiring speaker. He leads GeniusWorks, a strategic business accelerator based in London, advising executive teams on developing their skills and their future growth. He is a professor of leadership, strategy and innovation at IE Business School in Madrid, where he leads their flagship executive programs.
Fisk's career was forged in a superconductivity lab, accelerated by managing supersonic travel brands, shaped in corporate development, evolved in a digital start-up andformalised as CEO of the world's largest marketing network. In addition, he is the Thinkers50 Global Director and founder of the European Business Forum.

Introduction: Recode xvii

Business needs a new code for success xvii

Why do we need to recode? xviii

The future isn't like it used to be xx

The new DNA of business xxii

The new DNA of business xxiv

The new DNA of leadership xxvii

Have the courage to lead the future xxx

Inspirations to change your world xxxi

Inspiration 1 Eliud Kipchoge xxxi

Inspiration 2 DeepMind xxxvi

Inspiration 3 Tan Le xl

Inspiration 4 Satya Nadella xliii

Inspiration 5 Mary Barra xlvii

Inspiration 6 Jack Ma l

Inspiration 7 JK Rowling liv

SHIFT 1 AURORA: Recode your future 1

How will you reinvent your business for a better future? 1

Code 1 What's your future potential? 3

Look forwards not back 5

What's your future potential? 9

Leaders need to be farsighted 14

Code 2 Have a future mindset 19

Open your mind to newness 20

Grow yourself, and your business 24

Create the future in your own vision 26

Code 3 Imagine a better business 28

The deep flaws of capitalism 28

Business as a platform for change 31

The [...] trillion opportunity of the SDGs 35

Code 4 Find your inspiring purpose 38

Finding your purpose 39

Purpose-driven companies do better 41

Turning inspiring purpose into practical action 44

Code 5 Create your future story 47

What's your future story? 48

Pixar and the hero's journey 51

The future story of your business 52

Code 6 Deliver more positive impact 54

Profitability and value creation 55

From shareholders to stakeholders 57

Smarter choices, positive impact 60

Code 7 Be the radical optimist 62

Believe in better 63

Be curious and optimistic 66

Be the change 68

Summary: How will you recode your future? 70

SHIFT 2 KOMOREBI: Recode your growth 73

Where are the best opportunities to grow further and faster? 73

Code 8 Ride with the megatrends 75

Code 9 Find new sources of growth 86

Finding the future first 88

Seeing things differently 91

The 12 sources of growth 93

Code 10 Embrace the Asian century 96

Incredible Asia 98

The new Silk Roads 100

Learning from growth markets 102

Code 11 Embrace technology and humanity 107

The 4th Industrial Revolution 108

AI is rocket fuel for growth 113

Humanising technology 117

Code 12 Start from the future back 120

Jump to the future 121

Explore future scenarios 122

Map the growth horizons 125

Code 13 Accelerate through networks 128

The exponential value of networks 129

Linear business vs. network business 131

15 types of network effects 133

Code 14 Build a growth portfolio 136

Infinite and invincible 138

Exploit the present and explore the future 139

Leading for relentless growth 141

Summary: How will you recode your growth? 142

SHIFT 3 TRANSCENDENT: Recode your market 145

How will you reshape your market to your advantage? 145

Code 15 Explore the market matrix 147

Blurred boundaries 147

Multi-dimensional markets 150

What business are you really in? 153

Code 16 Disrupt the disruptors 155

Every market is disrupted 155

How corporates can disrupt the disruptors 158

Change the game to your advantage 159

Code 17 Capture the customer agenda 162

The new customer agenda 163

The new customer value equation 165

Code 18 Create new market spaces 168

Creating new markets 169

Power to the people 171

Every business is a "consumer" business 173

Code 19 Build trust with authenticity 176

Trust is a defining issue 177

Being real, authentic and transparent 179

People trust people 181

Code 20 Develop brands with purpose 183

Brands are about people not products 184

Build a manifesto brand 186

Deliver better value propositions 189

Code 21 Enable people to achieve more 191

Enabling more 192

Building a brand community 194

Communities built on passions 196

Summary: How will you recode your market? 197

SHIFT 4 INGENUITY: Recode your innovation 201

What does it take to drive more radical innovation? 201

Code 22 Be ingenious 203

Imagination, creativity and innovation 204

Imagining better 207

Amore inspired approach to innovation 210

Code 23 Search for better ideas 213

Where do good ideas come from? 214

Troublemakers and rulebreakers 217

Start by asking better questions 218

Code 24 Embrace a designer mindset 221

Design as creative problem-solving 222

Human-centred thinking 223

Design is function and form 226

Code 25 Create unusual connections 228

Creative fusions 229

Inspired by nature 231

Inspired by parallel markets 233

Code 26 Develop new business models 235

Innovating the whole business 237

Defining the business model 238

Innovating the business model 240

Code 27 Experiment with speed and agility 243

Fast experiments 244

Scale and multiply 246

"It's always Day 1" 250

Code 28 Dream crazy 252

The moonshot factory 252

10x better, not just 10% 254

Creating the future at X 255

Summary: How will you recode your innovation? 257

SHIFT 5 UBUNTU: Recode your organisation 261

How can the best teams achieve more together? 261

Code 29 Do human, inspiring work 263

Rise of the superhumans 264

The future of work 267

More human, more creative, more female 270

Code 30 Work as a living organisation 272

The quantum mechanics of business 273

Organisations as living organisms 276

The end of hierarchy 279

Code 31 Collaborate in fast projects 281

Teams beat individuals 283

From functions to projects 284

Fast and collaborative projects 285

Code 32 Align individuals and organisations 287

Individuals and Organisations 288

Inclusion drives cognitive diversity 290

Code 33 Create energy and rhythm 291

Learning as your advantage 293

Energising people 296

The rhythm of progress 298

Code 34 Be an extreme team 300

Create your "Kapa o Pango" 300

The team always wins 302

Fearless and fearsome 304

Code 35 Build a butterfly business 306

Ecosystems beat egosystems 307

Platforms transform markets 310

The "butterfly" business 313

Summary: How will you recode your organisation? 315

SHIFT 6 SYZYGY: Recode your transformation 319

What does it take to transform your business effectively? 319

Code 36 Transform your business 321

Business transformation 323

Pivot to a new space 325

Evolve to revolve 327

Code 37 Exploit the core, explore the edge 329

Transform for today and tomorrow 330

Dual Transformation 331

Shifting the core 333

Code 38 Start outside in, and inside out 334

Outside in 336

Inside Out 337

Transforming with purpose 339

Code 39 Engage people in change 340

Boiling frogs and burning platforms 341

Change as an emotional rollercoaster 343

Leading the change 346

Code 40 Build rocket ships to the future 347

Innovation Labs 349

Incubators and accelerators 350

Build your own rocket ship 351

Code 41 Create a circular ecosystem 353

Doughnut economics 354

Circular design 356

Net positive impact 359

Code 42 Have the strategic agility to never stop 361

The never-ending journey 362

Strategic agility 366

Emotional agility 368

Summary: How will you recode your transformation? 369

SHIFT 7 AWESTRUCK: Recode your leadership 373

Do you have the courage to create a better future? 373

Code 43 Step up to lead the future 375

What is leadership? 376

Leaders shape the future 377

Leaders with purpose 381

Code 44 Have the courage to do more 382

Dare to be more 383

Vulnerability and confidence 386

Code 45 Develop your own leadership style 390

How great leaders grow 392

What's your best leadership style? 396

Evaluating leaders 399

Code 46 Achieve your peak performance 404

Finding your future flow 404

Playing to your strengths 407

The leader's plastic brain 409

Code 47 Build endurance and resilience 411

The endurance of leaders 412

The resilience of leaders 415

The gratitude of leaders 418

Code 48 Create a better legacy 420

What will you give to the future? 421

How will you create a better world? 424

Letter to the future 429

Code 49 Be extraordinary 431

The people we admire most 433

How will you find your "extra" ordinary? 435

A good time to be extraordinary 437

Summary: How will you recode your leadership? 439

Doing more 443

Online resources 445

Acknowledgements 447

About the author 451

Index 453